Digital marketing trends in 2020
As technology advances, marketers must keep up with the trends to make more informed decisions when
Digital marketing is a constantly evolving landscape which has stemmed from the digital age. As technology advances, marketers must keep up with the trends to make more informed decisions when designing their digital marketing strategies. Through analysing the latest data, our team of experts has listed down 5 digital marketing trends to help your company generate more revenue in 2020.
- FLYWHEEL MARKETING
As brands become more customer-centric, the idea of flywheel marketing was born. Inspired by Amazon and later promoted by Hubspot, customers are centred around 3 main stages that represent the customer journey, namely: attract, delight and engage. What slows down the the flywheel is friction or customer inconvenience. For businesses, implementing this framework, it means putting a higher focus on delighting customers, which could be done either by customer support, meaningful ads, regular check-ins or quality assurance.
The previous model was inspired by funnel marketing, which is the mechanism for businesses to convert leads into customers. Each stage contains specific customer actions depending on where content is being generated by users. In the awareness stage, specific actions could include either visiting the website and/or email subscription. To get more people buying your product, marketers should be attracting more people at the awareness stage and customers are naturally filtered out as they go further down the stages.
2. CONVERSATIONAL MARKETING
Conversational marketing is the use of targeted messages via intelligent or AI-powered chatbots. Currently, several customers go have to painfully go through endless loops to have a conversation with a member of the team. A typical customer journey to reach the sales team may look like the following:
- The customer fills out a form on the website, which becomes a lead for a business
- The sales team takes over and assesses the quality of leads
- A sales representative schedules a time to call
- Potential customer speaks is finally able to speak with the sales representative
To solve this, businesses have designed ways to create a more personalised customer experience when delivering messages to their customers.
Conversational marketing aims to create a more human buying experience by helping companies learn more about their customers. According to Drift, it also converts to better leads, shortens your sales cycle and grow your sales pipeline.
At present, the two most popular places conversational marketing that are being utilised are both Facebook Messenger andwebsite chatbots.
3. VOICE SEARCH OPTIMISATION
According to Brafton, 50% of web searches will be done via voice recognition by 2020. With the increase in digital assistance, learning about voice search optimisation is critical in succeeding in the next-generation SEO optimisation.
However, it’s not that simple. Voice queries contain more words than a web-search, which makes the chances of appearing within the first page in a search engine more complicated. In a virtual assistant, the search becomes conversational, which requires more keywords.
To leverage a gathering data, marketers are incorporating long-tail keywords into an SEO. It is important to think about what questions the audience would ask about your product/service, which usually start with who, how, what, where, when and why.
Listing your company on Google My Business can heighten your chances of appearing at the top page. Having positive reviews, as well as regular company updates, will also increase your chances of being ranked highly on search engines.
4. ZERO-CLICK SEARCHES
Zero-click searches are search results that satisfy a user’s query without having users to click on any links. Zero-click searches can take several forms, including definitions, featured snippets and calculators.
For companies, this could be frustrating since their website might receive less traffic and affect organic search engine rankings. To combat zero-click search, here are some strategies to take into consideration:
- Create content that would require more-in-depth reading so that the audience would need to click on your website link.
- Incorporate keywords with a high click-through rate in your content. You can look into ways to do keyword research here.
5. USE OF 5G
According to Talk Walker, words like '5G' and 'wireless' have gained than 500,000 mentions in the web in the last year, with an engagement rate at nearly five million. To make the most of the trend, here are some strategies for digital marketers to stay ahead:
Hyper-localization will add more layers to customer segmentations, making it easier to target audience with relevant content.
Do augmented reality (AR) for digital marketing campaigns:
Combining AR with digital marketing campaigns allow the audience to experiment with a more unique customer experience. According to SmartInsights, AR can let customers try before they buy, create a buzz, as well as augment touring, assistance and brand materials.
Creating video marketing:
The speeds of 5G could further enhance the popularity of videos and target city commuters. With 5G, streaming videos on-demand will become more evident, which we think creates a great opportunity for businesses to monetise from.
The Drum highlights the importance of 5G for marketers:
With the enhanced internet speed, streaming video is set to be astronomically faster than 4G networks, creating more opportunities to encourage viewers to stop scrolling and watch wonderfully creative high-resolution ads. The potential for better user experiences will hopefully result in a higher quality of ads with fewer people clicking away.
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